Nike x Vogue

NIKE, Forces for Change

Brief
Nike & Vogue approached the project to spotlight the importance of representation for the refugee team ahead of the 2024 Olympics, with a particular focus on women's representation in sports. The challenge was to create an emotionally powerful video that would resonate globally, reflecting the struggles and triumphs of athletes often overlooked. The campaign needed to emphasize how representation shapes the identity of athletes and empowers future generations, especially women.

Solution
The video, "The Power of Representation," features Nike athletes Kimia Alizadeh and Cindy Ngamba, showcasing their resilience and the unique challenges they face as women in sport. As an art director, I crafted a visual narrative with dynamic video moments highlighting their athletic intensity, while also capturing their vulnerability. The concept used stark contrasts — dark tones symbolizing adversity, balanced with vibrant colors representing hope. To elevate their presence, stills captured the athletes in graceful, elegant poses, counterbalancing the intensity of their athleticism. This duality reinforced their multifaceted identities as strong athletes and elegant women, celebrating the empowering role of female athletes in the global arena. By intertwining their stories with Nike's broader message, the video and stills not only highlighted the refugee team's journey but also emphasized sport’s transformative power to inspire and uplift.

Art Director Phil Jackson
Director Priya Ahluwalia
Creative Director Dom Kelly
Stylist Eni Dare